Could you share any evidence that would demonstrate the productivity, quality of work, or impact of the engagement?
Hands down, Straight North has helped my company grow. We were making about $120,000 a year in e-commerce before, and we're up to about $700,000 per year. I would attribute 90% of that growth to Straight North. The biggest thing was growing our presence online. That was the big portion of what they did for me.
We took everything that was in binders and on shelves and put it on a website that's available to our customers as a resource. We watched the number of people that jump off Google Analytics drop. The time spent on our website increased, as well the number of pages that the average customer views.
Customers absolutely love the website’s clean layout and the fact that all the information is so informative. Because it’s so professional, most of them think that we're the manufacturer, not just a distributor.
What did you find most impressive about Straight North?
Their content is second to none. It brings people in and makes the information readable. They do a really good job at writing the content in a way that’s SEO friendly and attracts the right client. A portion of our website is very technical to attract architects. Another portion of the website is dumbed down for the do-it-yourselfers. A third portion is moderately detailed for contractors. That's what I liked the most about the site.
Straight North uniquely juggles different things. We asked them to put in a customer image process—a place where people could upload photos—and they found a way to do it. They were constantly working to give us what we want.
Are there any areas Straight North could improve?
Their pricing is expensive, but you get what you pay for, so I would not ding them on that.
What tips or recommendations could you share that might increase the likelihood of success with Straight North?
Be prepared for when the site goes live. We were not prepared for the increased business we were going to have, and we had a ton of overtime while working late on weekends. If you give Straight North an objective, they're going to achieve it, but you're only as good as your internal structure. That was the biggest lesson we learned through this process.